Why is this report so important? Well, according to research from Catalyst, LGBT community members will likely continue to be loyal to a brand that is in favor of LGBT issues, even if that brand is more expensive.

And, as also mentioned in the Catalyst report, the total buying power of adult LGBT individuals is estimated at approximately $790 billion. All of this adds up to a near perfect storm for advertisers and companies- who will likely try to cash in on this information as soon as possible.

The only question is whether or not they’ll make real changes in order to attract support, or just superficial ones.